It is really a plain, simple, maximum $12.5k off the price tag of a new Model S. I'm Chinese, and I read the Tesla China official words on this one, not from the understanding of another person's post on another website's report. Tesla will help customer auction his/her old car if the customer so wish, or the customer him/herself present proof of selling his/her old car within the past 3 months. Based on the make and year of the old car, Tesla China gives the customer a discount on the new Model S up to $12.5k.
My understanding from reading Rob's post (did not open the link):
1. Customer's car gets auctioned by Tesla, Tesla picks up the auction fee
2. Say car gets sold for $x.
3. Tesla pockets auction proceeds ($x) and discounts Model S to the customer for the $x
4. $x is capped at $12,500
5. Nett discount to the customer is the auction fee
- - - Updated - - -
I highly doubt a beaten down 1k car will get you 12.5k discount. Likely it would not qualify you for any discount at all.
This is pure discount on top your trade in value, but it gets even better:
if you don't have a car to trade in, your friendly tesla employees will basicly get one for you from cooperation partner (at least Parkview store) so you bring a beaten down 1000$ car and get up to 13500 discount.
Now please come forward and explain me how this is not a sale
the margin is now way below 10%, does it even cost of sales?
- - - Updated - - -
I agree this year's Model S sales is not sustainable in 2016 too. But we may see it grow back to this level in 2017 or 2018. The various sales effort of S in H2 is trying to make up for the delayed X ramp up in order not to miss too much of the 50k guidance.
The discount in China is no news. I consider it as traditional advertisements as many local dealers offer similar deals. So, if you were waiting for Tesla to go traditional ads route, this is it.
Looking deeper into it, I feel that Q4 deliveries for MS is not sustainable into next year. If Tesla delivers 15K MS, I don't believe they will deliver 60K MS next year.
- - - Updated - - -
It really depends on how you define "demand issue". If you think falling short of anything below 70% growth per year on the Model S itself, yeh, I think there is a demand issue. But if you think 50% is good enough, then no I don't think there's a demand issue. The two referral programs and this Chinese discount policy is really just making up for the delayed ramp up of X, which should have been able to help overall growth be 70% or higher this year.
This is typical tesla cheerleader FUD. Yes, Fear, Uncertain and Doubt for the fact. That's no wonder why those FUDster lost money this year. Can't LoL more!
- - - Updated - - -
Many facts like this point to Tesla demand issue, not strong enough demand to sustain the overvalued stock. Otherwise, who cares the model X produciton hiccups, Elon just simply use 60K model S delivery to blow out the wallstreet expectation and TSLA would be well above $300 now. But can he?